ATTRIBUTION MODELING DOESN'T WORK

WE'RE NOT AFRAID TO SAY IT.

Attribution modeling doesn’t work. Marketing is a complex machine. The relationships between individual tactics are intricate and not obvious. One tactic is often the key to another tactic’s success.So if the sum is greater than the parts, how can we ever assign revenue to any one part accurately?

91% of marketers cite reporting/analytics as a No. 1 priority, but only 13% feel that they’re doing a halfway decent job at it. If you’ve ever felt frustrated by attribution modeling, or feel like it’s working for everybody except you — you are not alone.

Stop trying (and failing) to connect a single tactic with a conversion. Instead, learn which tactics are working — and which aren’t — so you can keep the graphs moving up and to the right.

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